Meghan Markle, the Duchess of Sussex, has unveiled a rebranded lifestyle company named "As Ever," transitioning from its former identity, American Riviera Orchard. This strategic rebranding effort comes just two weeks ahead of the premiere of her highly anticipated lifestyle show, "With Love, Meghan," on Netflix. The rebrand has been accompanied by the launch of a new Instagram account, @Meghan, where Meghan shared a video detailing her reasons for the change.
In her video message, Meghan explained that the name "American Riviera" felt restrictive in its support of locally grown and made products. She emphasized that the new brand name, "As Ever," reflects her enduring passion for these products and aims to share them with a broader audience. This move also marks her return to social media under a new handle, symbolizing a fresh start for her online presence.
“As Ever essentially means as it’s always been and if you followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening. This is what I do and I haven’t been able to share it with you in the same way for the past few years. But now I can,” – Meghan
The rebranding of American Riviera Orchard to As Ever aligns with Meghan's ongoing commitment to supporting locally sourced goods. While the trademark application for American Riviera Orchard remains pending with an extension filed in November, paperwork for the As Ever trademark was filed in September. This ensures continuity in Meghan's business ventures, as she continues to produce preserves and other products that have been popular among her followers.
Accompanying the rebrand is a newly launched website that went live on Monday. The site offers an intimate glimpse into Meghan’s life, featuring a rare photo of her youngest child, Lilibet. This personal touch further connects Meghan with her audience, who have followed her journey since her "Suits" days and the inception of her lifestyle blog, The Tig.
“I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love that I use in my home. And now it’s time to share with you.” – Meghan
In addition to the rebranding, Meghan has partnered with Netflix to bolster her company's reach and impact. This collaboration will likely enhance the visibility of her brand as she gears up for the debut of her Netflix show. The partnership underscores Meghan's commitment to sharing her passions for cooking, crafting, and gardening with a global audience.
